>> american culture is changing in the '80s. and in terms of television, there's a whole notion of demographic segmentation. >> networks were beginning to not be afraid to appeal to a very specific demographic. >> hey, handsome. look at that shirt. is that a power shirt or what? >> nice suit, alan. good shoulder pads. you looking to get drafted by the eagles? >> 30-somethings said we're not going to have cops, lawyers or doctors. we're just going to be about people. >> what are we doing here, why did we start this business? >> to do our thing. but right now we got two wives, three kids, four cars, two mortgages, a payroll. and that's life, pal. you be the breadwinner now. >> is that what i am? >> "30 something" is a very important show as you are going into this era of television being more introspective and more emotional. and some people weren't buying it. but for other people when they were talking about things like having kids and who is going to go back to work and some of these issues that hadn't been talked about a whole lot, it was important to people. >> i was so looking forward -- i was so looking forward to doing this.